MAIN PURPOSE
Shiseido Travel Retail is a fast-growing organization, focusing on distribution within Duty-Free Zones (Airports, Downtown Stores, and Flights). A part of the Shiseido Group, Shiseido Travel Retail holds a range of luxury and premium brands across the Skincare, Cosmetics, and Fragrance (Shiseido, Cle de Peau Beauté, Nars, The Ginza Brand, Anessa, IPSA, Elixir, Drunk Elephant, Serge Lutens, and Designer Fragrances Brands).
Reporting to the Brand and Marketing Manager, you will support the adaptation of the global brand strategy of Anessa and Elixir into the Travel Retail roadmap, focusing on Travel Retail Asia Pacific (TRA) and ensuring brand consistency across all Travel Retail markets. You will work closely with various functions to plan and execute the marketing strategies and campaign activation; as well as to develop effective promotions and marketing materials.
KEY RESPONSIBILITIES
Marketing
- Alongside the Brand and Marketing Manager, develop Go-To-Market Launch Books by streamlining key information from Brand holders to a comprehensive document to deliver market/consumer insights, objectives, big bets, 360 launch plan, and a list of supporting assets.
- Develop and implement marketing and consumer engagement activities with a focus on Chinese travellers’ to achieve qualitative and quantitative objectives.
- Support the liaison with external agencies, Brand-holder and different internal functions on the conceptualization, event planning, and execution for successful marketing implementation.
- Manage the consolidation of information and alignment of marketing online and offline activations, development, execution, and issuance of TR Marketing Guidelines (i.e. marketing calendar, launch book)
- Work closely with the commercial team and other functions for trade marketing calendar, plan, execution and post-campaign analysis.
Brand Management
- Create assets with BH/ external vendors/ internal teams.
- Maintain assets database and share to relevant parties.
- Formulate the Travel Retail Exclusive (TREX) strategy and seek alignment with Brand holders (not limited to assortment line-up and design alignment).
- Support the development of Gift-With-Purchase (GWP) strategy and planning (including forecast, allocation, requisition, production, etc.).
- Update Brand holders on the latest trends, and consumer and competitive insights (such as marketing intelligence, Commercial team feedback, etc.)
- Manage product master pricing file, product information, and assortment.
- Involve in the preparation of annual trade shows (e.g., TFWA Cannes) and other events.
Digital
- Partner with internal and external stakeholders in the conceptualization of Travel Retail media planning, digital and social assets creation
- Work alongside the e-Commerce team on campaign conceptualization, asset creation, and execution.
Forecast and Reporting:
- Under the guidance of the Brand and Marketing Manager, conduct forecasting for key SKUs, new products, TREX, and GWP; liaise closely with Commercial and Operations.
- Create business review reports to facilitate Brand holders’ discussion, retailer meetings, and other internal/management meetings.
- Support Annual Budget Planning and manage the overall budget.
Visual Merchandising
- Manage the visual calendar by TR regions and liaise with the Design team in the creation of collaterals and POSM for counters and key launches.
- Work closely with Design team in the planning of counter changeover.
- Work closely with Travel Retail Design team on HPP/ SPP/ offline event from conceptualization, planning and execution.
REQUIREMENTS
- Bachelor’s degree in marketing or equivalent field.
- Min. 1-3 years of relevant working experience. Prior experience in FMCG or the beauty industry is preferred.
- Experience in Travel Retail is an added advantage.
- Strong marketing and commercial acumen.
- Analytical mindset and experience in business analysis.
- Demonstrate understanding or experience in forecasting and category management.
- Strong interest in skincare and makeup trends.
- Able to manage complexity in a fast-paced, multicultural environment.
- Has proven experience in managing diverse stakeholders.
- A team player with strong interpersonal and communication skills to facilitate cross-functional discussions.
- A self-starter who can work independently with a positive mindset.
- Meticulous and able to multitask.
- Strong command of oral and written communication skills in English and Chinese (to liaise with Mandarin speaking associates).
- Strong Microsoft Office skills especially Excel and PowerPoint.
